May 24, 2022  
2022-2023 Graduate Catalog [Working Draft] 
    
2022-2023 Graduate Catalog [Working Draft]

Integrated Marketing Communications [M.S.]


Integrate. Coordinate. Communicate. Make brands resonate.

The graduate program in Integrated Marketing Communications (IMC) at Eastern Michigan University engages an interactive approach to serve individuals seeking advanced knowledge, training, and experience in integrating and coordinating all marketing communications messages and vehicles to build brand image and maximize brand value for commercial and not-for-profit organizations.

IMC students study a blend of strategic, creative and digital marketing competencies surrounding IMC campaigns, including audience analysis and insights, marketing communications research and analytics, digital and social media marketing, media tactics, creative briefs, public relations and crisis management, search engine marketing, IMC policy and privacy management and campaign evaluation tools essential to building contemporary brands.

Graduating students will understand and have the ability to apply communication strategies and best practices, catapulting themselves into successful corporate, non-profit, or entrepreneurial careers as chief marketing officer, public relations director, marketing director, media/brand manager, art director, consumer affairs director and other marketing communications positions.

The program is delivered conveniently online to provide “anytime, anywhere” access to courses and materials in a unique 7.5-week class scheduling format. All courses are project-based and heavily applied in nature.

Offered through the College of Business, EMU offers the only fully online IMC degree in the world which is accredited by the AASCB - the Association to Advance Collegiate Schools of Business - a global marker of quality.  Twelve courses are required, culminating with a capstone experience in which students prepare a comprehensive IMC plan for a real-world client. Students completing the program earn a Master of Science degree.

  

This program is available online. International applicants should check with International Admissions or program advisor before applying.

Program Admission


Application

After reviewing the admission requirements below, please select the appropriate application. Please keep in mind that some programs require applicants to submit all application materials by a posted deadline and/or admit students one time each year.

For additional information regarding the application process, please see Graduate Admissions or International Admissions.

Admission Requirements

Minimum Graduate School Requirements: A four-year baccalaureate degree from a regionally accredited U.S. institution or an equivalent degree from a non-U.S. institution. In addition, a minimum cumulative undergraduate grade point average of 2.7 on a 4.0 scale, or 3.0 in the last half of the undergraduate program, is required for full admission. Applicants who do not meet minimum admission requirements may be considered for conditional admission. See International Admissions for international applicant requirements.

Applicants must also meet the following program requirements:

  • Prior Marketing or IMC-related coursework (such as Advertising, Promotional Strategy, Public Relations, etc.) at the undergraduate or graduate level; or professional experience in marketing or IMC-related areas is required. Experience gained from an internship, full or part-time work in IMC -related areas will be considered.
  • At least a 2.75 cumulative undergraduate GPA.
  • Submit a résumé of relevant work experience.
  • Submit an IMC application essay (see below).

Please note: GRE or GMAT scores are not required for admission into the IMC program. However, if you have taken one of the exams, you may choose to submit scores as they may enhance an applicant’s review.

IMC Application Essay

  • Please indicate your view of the role of integrated marketing communications at either your current employer or at any organization of your choice.
  • State how you think the knowledge gained from the program at Eastern Michigan University will facilitate the accomplishment of the organization’s objectives. The essay should be 300-500 words.

The priority application deadline is May 15. Admitted students will begin coursework in the subsequent fall semester.

Department Information


Marketing 204 Hill Hall, 734.487.3323

Sufian Qrunfleh, PhDDepartment Head

Advisor Information


Graduate Programs Office102 Hill Hall, 734.487.4444

Degree Requirements: 36 hours


Critical Graduation Information


Each graduate student is responsible for fulfilling the requirements or their equivalents of the Eastern Michigan University catalog in force at the time of their initial registration or a subsequent catalog, including the one in effect at the time of their graduation.

Master’s degree requirements must be completed within six (6) years of first enrollment in the master’s degree program.

In the event a student does not complete the master’s degree requirements within six years of the date of their original registration, the student may be required to have their credits re-evaluated by the academic department(s) of their degree in keeping with catalog requirements in force during the year of their graduation.

The following are minimum requirements for all master’s degrees awarded by Eastern Michigan University. Some programs require more than the minimum in one or more areas below.

  • A master’s degree must require a minimum of 30 credit hours.
  • No more than six credits of independent study courses, and no more than 12 credit hours of special topics and independent study courses combined, may be applied to a graduate degree.  
  • Residency Requirement:
    • For students admitted to master’s degree programs of 36 or fewer required hours, at least 24 new graduate hours beginning the semester of acceptance and enrollment into the degree program must be earned at EMU. The remaining program requirement hours may be met through transfer or prior degree credit (EMU or elsewhere). 
    • For students admitted to master’s degree programs of 37 or more required hours, at least 30 new graduate hours beginning the semester of acceptance and enrollment into the degree program must be earned at EMU. Minimum degree hours must still be met for graduation. The remaining program requirement hours may be met through transfer or prior degree credit (EMU or elsewhere).
    • Residency and enrollment in multiple programs: Students enrolled in multiple master’s/specialist degree programs must have 24 unique credit hours in each degree program.
  • Only credits from one completed graduate certificate may be applied to a master’s or specialist degree in a relevant field of study, as determined by the Graduate School and with the approval of the degree-granting academic department, and be included in the residency hours above.
  • Students must maintain a 3.0 cumulative GPA in all graduate-level courses taken at EMU and in their program of study to remain in good academic standing and be eligible for graduation. Students do not need to be registered for classes during the semester of graduation.
  • The Graduate School does not permit the use of undergraduate courses (499 and below) to meet degree requirements on graduate programs of study.
  • Some master’s programs require a thesis; others require a special project or internship; others require students to pass a final exam. See the Graduate School website for Thesis and Dissertation Manuals, all forms, and information about research and human subject approval. Every completed thesis or dissertation must be submitted to Digital Commons. Any form of graduate student work submitted to Digital Commons must first be approved by a faculty advisor and the Graduate School.